Glossary of Terms




A/B Testing
Sometimes called split testing, A/B testing is testing two variants of a webpage against each other to determine which performs better. A/B testing allows a business to make data driven decisions from statistically significant experimentation results.
Above The Fold
Above the fold refers to content which is immediately visible on a webpage without having to scroll below the initial screen display.
AOV (Average Order Value)
To calculate an AOV, divide the total revenue by the number of orders placed. This metric refers to the average $ amount of an order placed every time a customer purchases something.


Bounce Rate
Bounce Rate refers to the % of visitors to a web page who leave without interacting with content or continuing to browse other pages. Google calculates site page bounce rate by dividing total site sessions by those which sessions which only included 1 page.
When conducting A/B testing, you don't want the same users to experience more than one test per session otherwise you won't know which experiment resulted in their behaviour or conversion. At Conversion Kings, we allocate users into traffic "buckets"; ensuring users will only see one test at a time.
Buyer/Customer Personas
Buyer profiles are a fictional representation of a business' customers. By creating comprehensive buyer profiles, a business can successfully identify their ideal customers, consequently allowing them to better understand and tailor marketing strategies to each type of persona.


The control condition in A/B testing is the standard to which all other test variables are compared. In CRO testing, the Control condition is the current live version of a website.
Conversion Rate
% of users who visit a website and then take a desired conversion action. Calculated by total visitors to a website or webpage divided by the number of total conversions x 100. A conversion rate allows a business to measure their website performance and identify areas for improvement.
Conversion Rate Optimisation
Also known as CRO, this is a methodical online marketing tactic that aims to increase the percentage of visitors on your website to complete a specific action, e.g. purchase a product, signup for a newsletter, or completing a registration form.
Cost Per Click - ( See also: PPC Pay Per Click) is a type of internet marketing where advertisers are billed and pay publishers every time their ad is clicked. Facebook ads and Google ads are both examples of CPC advertising.
Call To Action
Generally, CTA's are buttons or hyperlinks on a webpage and serve as a directive or prompt to a user on a website to take a specific action such as signing up to a newsletter, buying a product, or submitting an enquiry form.
Click Through Rate
CTR is the ratio calculation to give a percentage of users who clicked on a specific link. Calculated by the total number of users who viewed divided by the number of clicks x 100.


Decision Fatigue
This refers to an individuals inability to make educated and clear-minded decisions after a prolonged period of time spent making decisions. It refers to the mental tiredness associated with having to keep making choices and its negative impact on further decision making.
Discovery Session
Before we jump into the CRO testing and Analysis work at Conversion Kings, we like to run a workshop to get to know your team, business objectives, your website, your hopes with the CRO program and your wildest dreams of success!


Electronic or internet commerce - buying and selling goods on the internet.


Friction points in a website refer to anything which negatively impacts the ease of users to successfully transacting or converting. Friction points can have extremely detrimental effects on a website conversion rate.
FullStory is an online Customer Experience (CX) platform that gives you insights on how users are interacting with your website via video playback of individual customer sessions.


Google Optimize
The Google website optimisation and testing platform. This is one of the tools and technologies which allows you to run A/B tests.


Heatmaps of website data can be used to visually display data, such as how many users clicked on specific page elements, how far down the page they scrolled, or where their mouse moved. Heatmaps use visual representations of data using colours to these depict values.


Key Performance Indicator (KPI)
A Key Performance Indicator (KPI) is a measurement of outcomes that determines the success of a particular project, organisation or employee. Some examples of KPI include the number of leads generated from an email campaign, revenue and increased newsletter signups.


Landing Page
A specific web page that is the entry point to a website via a promotion, e.g. organic or paid search, email, social media, display campaigns etc. to drive traffic and capture leads.


The Net Promoter Score (NPS) metric is used to assess customer loyalty towards a business, its products and services. Customers are grouped into one of three groups: Detractors (unhappy clients), Passives (satisfied yet unlikely to recommend your company) or Promoters (highly loyal individuals).


Pioneers in A/B testing, Optimizely is one of the tools you can you in your CRO program.


A PDP (Product DIsplay Page) is a web page on a site where you can find the key details and overall description of a specific product or service.


Qualitative data is non-numerical and refers to research that is descriptive, subjective, and exploratory rather than measurable. An example would be details of a customer's thoughts, feelings and opinions on a product or service. While helpful, it is best to use qualitative information in context with quantitative research.
Quantitative data refers to information that is measurable, expressed with numbers and can be verified. It involves obtaining data from a sample size that represents your customer base. While helpful, this type of research is sometimes limited in context and is best completed in conjunction with qualitative research.


Responsive Design
An approach to web design whereby the design and layout of a website are dynamically updated depending on the screen size and orientation of the device being used to view the site.
ROI - Return On Investment.
Also known as ROI, this should be the key metric of every organisation and is used to measure the loss or gains generated by business activities relative to the amount of money invested.
Revenue Per Visitor
Revenue Per Visitor allows for an estimation of the value of each website visitor and is calculated by dividing total revenue by the number of visitors.


Segmentation divides your customer base into groups, or segments, based on certain characteristics such as age, device, or locations. Segmentation allows for optimisation and A/B testing strategies to be tailored specifically to each group.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a marketing strategy that aims to increase the number of visitors to a website by enhancing the visibility of your website on a search engine results page (e.g. Google, Bing, Yahoo!) and to increase engagement once customers visit your website.


Testing Software
This is the tool you will need to carry out your A/B testing program. Testing software allows digital marketers to create different website experiences to test against the Control condition, making these experiences live to the public in exchange for real-time data.
Trust in your business is incredibly important in establishing and sustaining relationships with your customers. Trust can build customers' loyalty with a brand, increases their willingness to purchase and convert; leading to increases in overall lifetime profitability per customer.


Refers to User Interface Design and is interrelated with User Experience (UX) design. UI covers the look and feel, functionality and interactivity component of a website's design.
In the sentence "I want it bad and I want it now", urgency is about the now. Users may have a high user intent but not high urgency. In Conversion Rate Optimisation, we explore urgency elements to push or incentivise users to make a decision right there and then as opposed to coming back to the site later.
Usability Testing
A process whereby a representative sample group of a business’ market complete tasks on a website (e.g. find a product, complete a purchase, navigate to a specific page) while researchers observe any difficulties and confusion they are confronted with. Findings from usability studies are fed back into the design process for ongoing improvement to a product or service.
User Experience (UX) design is the process of creating a product or service by placing the intended user at the centre of the project. UX involves problem solving to understand how all facets of a product or service come together and how a customer engages with it.


Value Proposition
Sometimes called core propositions or unique selling points, these are the key reasons customer should buy from you and not your competitors. These could be free shipping, Australian owned business, not tested in animals, or price-beat guarantee.
VWO is one of the testing software tools you can you in your CRO program. VWO is one of the most popular testing software available on the market, with close to 3 billion digital experiences optimised in 2018.


A web page layout that demonstrates how elements should be arranged and styled. Wireframes are used as a guide by developers to ensure elements on key pages are lined up properly as per the design brief.